Influencers are people who can impact the choices of decision-makers or end users through their recommendations, opinions, or expertise. While they may not have purchasing authority, their endorsement can sway the decision-making process.
Examples:
A lead software developer might recommend a specific project management tool to the Chief Technology Officer (CTO), significantly influencing the purchase decision. Similarly, an industry expert’s positive review of a product can increase its appeal among potential buyers.
Related Terms:
Decision-Makers, End User, Customer Discovery